Although over 100 international representatives had registered to attend the event at the time of press, including UK fashion powerhouses Liberty and Matches, organisers conceded the effect of tough economic conditions on the market this year. IMG Fashion Asia Pacific managing director Daniel Hill said the strong dollar, coupled with recent world events, will prevent some buyers from attending.
“It goes without saying that the last 12 months have been difficult from an international perspective,” he said. “The strong Australian dollar is a factor but what happened in Japan changed the dynamics of business and the shockwaves are far-reaching. That said, Europe remains strong and the Asian market is really opening up in terms of multi-brand boutique opportunities.”
Austrade confirmed the trend to Ragtrader, revealing the majority of buyers it will assist this year are from the region, particularly Hong Kong and Indonesia. This includes agents Runway Workshop and Electric Sekki.
Liberty (UK), Asos (UK), Matches (UK), Shopbop (US), Bauhaus (Hong Kong), Galeries Lafayette (Indonesia), Beams (Japan) and Trixillini (Singapore) were among the key buyer confirmations to IMG at the time of press. Power bloggers Susie Bubble and Jak&Jil (Tommy Ton) were also slated to attend the event. IMG marketing executive Graeme Lewsey said online shopping platforms such as Shopbop could prove particularly lucrative for Australian designers this year.
“Our research shows that online retailers are among the highest yielding delegates in terms of fashion spend,” he said. “They don’t just buy one or two brands but up to 30 brands across the board.”
Meanwhile Lewsey revealed domestic registrations had grown by eight to 10 per cent on last year. Approximately 44 per cent of registrations have been lodged from NSW, 9.2 per cent from Victoria, 11.2 per cent from Western Australia and Queensland and a smaller selection from other states.
In addition to department stores Myer and David Jones, local buyers will include Tuchuzy, Belinda, Capital L, Parlour X and e-tailers Frockshop, My Catwalk, The Dreamery and The Grand Social.
Hill said the event was still reaping the benefits of its 15th anniversary celebrations last year.
“This year more than ever, there’s been a calm and organisation in the schedule and we didn’t really need to go out to market for that. At the moment, we are seeing an overall increase in numbers for domestic delegates leading up to the event too.”
Assia Benmedjdoub